Rubicon, the fastest-growing fruit flavoured carbonates brand, has announced a major new campaign designed to drive shoppers to soft drinks’ chillers throughout the summer.
As part of Rubicon’s annual £7 million brand investment, the heavyweight “Big Flavour Behaviour” campaign will run from May through to July, reaching 90 per cent of 16-34-year-olds 11 times on average.
The campaign has four different adverts, each one spotlighting a key flavour within the range – Rubicon Sparkling Mango and Passion as well as Rubicon Spring Orange & Mango and Black Cherry Raspberry.
Big Flavour Behaviour’ celebrates the brand’s big, bold flavours and encourages consumers to stand out in a sea of sameness – just like the Rubicon drinks themselves,” said Head of Brand, Lisa McKenna. “‘Rubicon is going from strength to strength, growing by +9.2 per cent and adding £2 million to the category last summer – a higher uplift than any other brand.
“We expect a significant increase in incremental sales throughout the campaign, and urge all retailers to get behind this campaign with our new PoS to drive sales of carbonates all summer long.”
The adverts will run on TV, digital and social media and will be supported by mass outdoor advertising in the UK’s biggest cities, along with impactful double decker bus wraps. Events and sampling activity will also form a significant part of the campaign, with ten DJ events taking place in May and June.
Rubicon shoppers will also be in with a chance of winning festival tickets, fashion and music subscriptions between 5 May and 30 June 2025.
Shoppers can enter by scanning the QR code on POS which will take them to our promotional website where they can enter the product barcode and batchcode from their purchased pack. They’ll instantly be told whether they’re a winner or not and high impact PoS kits will be available for retailers to maximise sales during this key limited period, where demand will be at its peak.
Retailers can head here to order their free PoS kit - http://rubicondrinks.com/winfestivals
